Developing Your Social Media Presence: Facebook

No matter how similar they feel, not all social media platforms are the same. As a business representing yourself on two or more social media platforms, you need to consider not only why you are using each platform, but how your followers are using it as well.

In the first post of this series (Developing Your Social Media Presence: Twitter), we discussed how you need to build your Twitter strategy around numbers, posting as much as possible to ensure engagement. This sounds overwhelming for those of us with little time and no budget for a “Social Media Manager,” but you have to look on the bright side– the playing ground is pretty equal on Twitter. Even with no budget you can still make an impact.

Unfortunately, the Facebook game is much more complicated thanks to algorithms that ensure only a small number of your fans will see your posts. Your page could have 30 likes, or it could have 1500 likes, and either way your organic posts could still be reaching only five people. In fact, Miranda Miller over at did some research and found that “In their analysis of more than 100 brand pages in February 2014, Social@Ogilvy found that Facebook’s organic reach is just 6%, with large pages over 500,000 followers seeing just 2% reach.” In other words, you’re going to have to pay to play.

Luckily, your budget for increasing your Facebook presence doesn’t have to be too big. For just $5.00, for instance, you can “Boost” a post so that “People who like your page and their friends” will see it, increasing your reach by hundreds. If you want to experiment with this feature, go back to anything you’ve posted and hit “Boost,” then play around with the different options for price, audience, and duration.

At the end of the day, however, small businesses simply may not have the funds to ensure the fans– but that’s okay. Keep in mind the famous quote from “Field of Dreams” as you work on building engagement: “If you build it, he will come.” In this case, the key word here is “you.” You, or anyone on your team, can be just as successful a Facebook player as any social media expert you hire to work on your site (and that’s a serious claim to make considering we’re a marketing company!) because you know your business better than anyone. We’ll leave you with three ideas to help you take YOUR expertise and apply it develop your Facebook presence.

  1. Use YOU: Experts go back and forth on whether or not you should use your personal page to help your business page. The truth of it is that personal posts have a greater reach than business posts, so if you think it won’t turn off your friends to see posts about your business, go for it. Everything in moderation. That said…
  2. Apply Your Person(ality) To Your Business: Especially if you are a small business or if you spend a lot of face-time with your clients, show them your face beforehand! Post pictures of yourself at events, heading into meetings, anything to humanize yourself for your followers.
  3. Live a Little: Post fun stuff! Literally, any kind of relevant “stuff” — infographics, Instagram pics, picture quotes, ecards, anything to make your followers smile (and teach them a bit about you and what you do). You do not walk around all day talking about email marketing analytics and Google Adwords, so don’t pretend your followers do too. Show them you’re more than just a few characters and a link to a blog post, but keep it relevant.

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Sharon Bruce
Marketing Consultant

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